The high street brand will open a new store on London's Tottenham Court Road next month, before revamping the website and launching 'Click and Collect' at the beginning of next year. The fashion brand will open the 3,200 sq ft flaship store just in time for the key Christmas trading period. The new concept store will be home to a cafe and bar, as well as a hair and nail bar; Oasis are keen to give their shoppers a full customer experience.
Oasis CEO Liz Evans said the 24 year-old business is heavily investing in improving in-store environments, investing £1.3m on overhauling five stores this year: Argyll Street in London, Cardiff, Birmingham, Manchester and Liverpool. "All refitted shops have experienced double digit like-for-like sales increases," said Evans.
“We are able to tailor each store to the market it is in to add a personal touch. On the high street there are only a few brands investing in their store portfolio. We are doing that and have completed 18 refits of stores over the last two years that have a blend of digital technology and more traditional in-store theatre.”
The Dublin store is to be refurbed in the first quarter of 2016 and it is currently being decided which stores will be refitted over the next three years.Oasis has also recognised a distribution channel through travel hubs. This season, the brand will launch its first airport shop at London's Stansted airport. The compnay are taking a "test and learn" strategy and even considering opening stores in train stations.
As mentioned, the plan is for the fashion brand to update their online presence. “Replatforming the website will give us a boost both online and in store as it provides a better experience for our shoppers,” Evans added. “We’re investing in both channels and not focusing on one or the other, as we can’t leave one behind. Continuously improving and updating online presence should be vital in any retailer's strategy. As technology is forever advancing so are customers; brands need to keep up!
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